Grubhub is entering the Big Game for the first time.
The food delivery service announced on Wednesday that it will air its inaugural Super Bowl commercial in 2026, marking its first national campaign since being acquired by Marc Lore’s Wonder Group last November.
The company offered few details about the creative concept or timing of the spot but positioned the move as a signal of renewed investment in its brand.
“For over 20 years, the brand has pioneered food delivery,” Grubhub said in a statement. “And now, as part of Wonder Group, it’s ready to take on the biggest stage in advertising—and football.”
“Twenty years ago, we connected diners to their favorite local eats, and now we’re entering a new era,” said Marnie Kain, Grubhub’s vice president and head of brand. “Our first-ever national Big Game spot is the most definitive signal of our renewed investment in the Grubhub brand and a massive brand refocus for the category we helped build.”
A renewed push under Wonder
The ad will represent Grubhub’s first major brand investment under Wonder, which has snapped up a flurry of food and media holdings in quick succession.
Lore, an ecommerce pioneer who sold Diapers.com to Amazon and Jet.com to Walmart, founded Wonder in 2021.
In addition to acquiring Grubhub, Wonder bought meal-kit service Blue Apron for $103 million in September 2023 and digital media network Tastemade for $90 million in March, signaling its ambitions to build a vertically integrated food ecosystem spanning content, delivery, and commerce.
Grubhub joins its primary competitors, DoorDash and Uber Eats, in embracing the Super Bowl as a vehicle for raising brand awareness. Neither DoorDash nor Uber Eats has confirmed Super Bowl advertising plans for next year, but both companies have made consistent appearances during the game in recent years.
The two firms have used their Big Game spots to cement cultural relevance—Uber Eats with its celebrity-packed Century of Cravings and DoorDash with comedic, product-driven campaigns like DashPass Math.
Grubhub’s long-awaited debut suggests Wonder sees the Super Bowl as the perfect platform to reintroduce the brand to consumers and reclaim ground in a crowded category. According to a March 2024 report from Bloomberg Second Measure, DoorDash leads the category with roughly 67% market share in the U.S., followed by Uber Eats at 23%. Grubhub captures just 8%.
Details about game-day activations, promotions, and the ad’s creative team will be released closer to Super Bowl LX, which will air Feb. 8 on NBC.
“The Big Game is where brands make their biggest statements,” Kain said. “We can’t wait to remind America why we are the authority in food delivery.”
